The 2022 Mexico Sales Satisfaction Index Study represents the ninth year that J.D. Power has published the study, once again framed as providing an objective measure for the satisfaction of new-vehicle buyers.
This year’s study is based on an evaluation of 3,195 buyers in Mexico with new vehicles in the 2020 through 2022 model years, after one to 12 months of ownership. The 2022 study was fielded between November of 2021 and February of 2022.
The 2022 Mexico Sales Satisfaction Index Study evaluates customer satisfaction based on six measures, each of which is weighted in importance. These measures include (importance percentage listed in parentheses): delivery process (27 percent), dealer personnel (25 percent), facility (16 percent), working out the deal (13 percent), paperwork (12 percent), and brand website (7 percent).
Based on these customer evaluations, individual car brands were then given a numerical score, based on a 1,000-point scale, with a higher overall number indicating greater sales satisfaction. Chevrolet scored 879 in the study, placing it seventh out of 14 manufacturers studied. Chevrolet’s ranking places it below Toyota, which scored 881 points, and Hyundai, which also scored 879 points.
The overall manufacturer average for the Mass Market segment was 875 points. At the top the segment was Jeep with 897 points, followed by Honda with 896 pounds and Dodge with 895 points.
In addition to brand ranking, the 2022 Mexico Sales Satisfaction Index Study also provides a number of insights into overall customer sales satisfaction with regard to the broader automotive industry. According to the study, 87 percent of new-vehicle buyers in Mexico researched different brands before vehicle purchase, thus underlining the importance of the dealership experience. The study also demonstrates the importance of the digital experience, with 72 percent of buyers visiting a brand or dealer website before purchasing a vehicle. Finally, the study indicates that a good sales experience can often lead to service visits, a critical factor for those dealers looking to lock in a loyal long-term customer.